When they ask what you do, be ready to respond with the perfect lawyer elevator speech.
Key Takeaways
- An elevator speech is a verbal business card. It is a snapshot of who you are and what you do, delivered in the time it takes to ride an elevator.
- The perfect elevator speech should be clear, concise and engaging. Your goal is to spark interest, start a conversation, and, potentially, bring in new business.
- Practice and delivery count: Engage your audience using clear, concise speech and a conversational tone. Beware of body language.
Introduce Yourself
Class reunions. Bar association events. Neighborhood parties. Inevitably, someone is going to ask you what you do. In fact, it probably happens a lot. Yet even when they know it’s coming, many lawyers are not ready to answer the question and give their elevator speech.
People who are unprepared will say things like:
- “I’m a lawyer.”
- “I’m an associate at XYZ law firm.”
- “I’m a securities litigator.”
Giving a minimal or impromptu response is a missed opportunity.
Why Do You Need an Elevator Pitch?
Whether you’re at a job interview, a networking event or a job fair, a good elevator pitch will help you stand out. It’s a powerful tool to build your personal brand and increase your chances of getting a job or winning new business.
What Do You Want People to Know About You at a Professional Networking Event?
The perfect lawyer elevator speech:
- Is meaningful and memorable — and provokes follow-up questions.
- Can be delivered in under 2 minutes (preferably, 30 seconds).
- Is tailored to the audience or the person.
- Conveys a benefit — how do you help people?
- Distinguishes you from other lawyers.
- Sounds spontaneous.
- Is delivered with enthusiasm!
Four Steps to a Solid Elevator Pitch Introduction
What should be in your elevator speech? I suggest you cover these four things.
1. Describe your clients.
It could be your typical client or your ideal client. For example:
- “I work with private companies of all sizes but really enjoy helping family-owned businesses.”
- “I handle a wide range of lending transactions for financial institutions but I have a particular expertise in helping community banks.”
2. Explain how you help clients and the value you bring.
Focus on the benefits you provide clients. That means things like getting or keeping them out of trouble, helping them buy, grow or sell businesses, and the like. For example:
- “I help startup companies secure funding for expansion.”
- “I represent private equity companies when deals go bad.”
- “I help technology companies protect their intellectual property jewels — patents, trademarks, and copyrights.”
3. Explain what makes you different or distinctive from other lawyers in your field.
Points of differentiation can range from personal interests to past experiences to special credentials. Elevator speech examples include:
- “I grew up on a farm, so I’ve always been interested in agribusiness.”
- “I am one of only four lawyers in the state with an OSHA certification.”
- “My dad owned a fast-food franchise, and I grew up flipping burgers. That gave me tremendous insights into the industry and the pressures involved.”
- “I really enjoy getting to know clients’ businesses. One of the first things I do with a new client is to visit and take a tour.”
- “I have a particular expertise in helping owners of family cabins transfer the property to other family members.”
If you have trouble, you can always mention something about your firm, such as, “My firm has represented more than 20 of the top 50 local general contractors in their disputes with subs.”
4. End with an example to bring your practice to life and make your introduction more memorable.
This could be something you’re working on or have handled in the past (without breaching client confidentiality, of course) or even a public scenario that people will recognize.
If you’re a trusts and estates litigator, for example, you could say something like: “I’m sure you read that Prince died without a will. I get involved in a lot of matters where the person who passed away either didn’t have a plan or it wasn’t clear so others are disputing the result.”
If you’re a trademark lawyer, you could use an example like: “I don’t know if you saw this but, a few years back, Adidas filed a lawsuit against Forever 21 for using a ‘three stripe’ design. I’m working on a similar issue now, where my client claims a competitor’s products are similar enough to cause confusion among consumers.”
Common Pitfalls
When delivering an elevator pitch, avoid:
- Overload. Don’t try to cover too much ground or include too much information. Keep your pitch concise and focused.
- Unfamiliar jargon. Avoid using technical terms that may be unfamiliar to your listener. (Know your audience!)
- Pacing problems. Don’t speak too quickly or too slowly, and avoid filler words like “um” or “ah.”
- Sounding rehearsed: Practice, but avoid sounding too robotic.
- Lack of Engagement: Don’t forget to make eye contact and use positive body language to engage your listener. (Read “Do Your Gestures Belie Your Words?“)
Final Tips for Perfecting Your Elevator Speech
As you put together your elevator speech, here are some additional suggestions.
- If you are talking to someone who isn’t familiar with legal terms, saying you are a “products liability litigator” may not register. Instead, say something like, “I help manufacturers when they have problems with their products.”
- If you have a unique credential, be sure to tie it to a benefit. For example, you might say, “With an MBA in logistics, I speak the language of the transportation industry.”
- Use humor if it’s natural for you. One traditional labor lawyer I know says she “works for The Man.” A client who is a creditors’ rights attorney says he gets called in “when people are fighting over money.”
Now, the next time someone asks, “What do you do?” be ready to respond!
Illustration ©iStockPhoto.com
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